On March 12, Ottanio OpenDoor hosted an evening dedicated to Olivetti, with a talk by Marcella Turchetti, Art historian from the Olivetti Historical Archive Association, and the presentation of their latest book: Olivetti e i fotografi della Magnum.
Through a visual presentation, Marcella guided us through some key moments in the company’s history: from its early growth to the opening of its iconic stores, designed not just as retail spaces but as cultural places.
Olivetti was one of the most revolutionary industrial models of the twentieth century in Italy, combining industrial production (with typewriters, calculators, and early computers), attention to workers, design, graphics, and a deeply humanistic vision.
To speak of Olivetti therefore means speaking not only of technological innovation, but also of social innovation: an idea of a company capable of anticipating the future, both in its products and in its values.
Marcella explained how women were central in Olivetti at many levels, not only as workers, but also as figures represented in advertising, where they often appeared as symbols of modernity and office work.
Typewriters were frequently designed with secretaries in mind, featuring practical, lightweight, and easy-to-use tools.
Thanks to the company’s social services, such as welfare support and family facilities, many women had the opportunity to work under better conditions than in other factories of the time.
Within this context emerges another charismatic woman: Marisa Bellisario, one of the first women in Italy to lead a major company, in an environment still largely dominated by men.
Another evening in which the guests of Ottanio OpenDoor were guided through a refined, carefully crafted, and deeply engaging narrative, rich in suggestions, references, and thought-provoking insights, capable of weaving together knowledge, sensitivity, and inspiration into an intense and shared cultural experience, with a thoughtful and conscious focus on the female figure as both protagonist and guiding thread of the narrative.